Where Brand Marketers Come to Learn, Comment and Connect

BtoB marketing is no longer a stepchild. As evidenced by the sophistication, strategy and customer engagement tactics displayed at yesterday’s Brand Innovators BtoB Marketing Summit at SAP in New York, BtoB has evolved with speed and scale. “In BtoB marketing customer experience matters,” said Marcella Shinder, SVP and Head of Global Marketing, Nielsen. “Our clients …

Range Rover announced one of the more ambitious integrated automotive campaigns of the year today aiming to capture “the personality of the brand’s target customer” for the two-year old Range Rover Sport. The campaign theme, “Driven to Another Level,” completes the newly redesigned Range Rover line up that started with the Range Rover Evoque and …

With the NFL regular-season opening tomorrow the league finds its brand under fire at many levels for issues surrounding head injury. Last week it agreed to a $765 million settlement deal with thousands of former players who sued the league, accusing it of hiding the dangers of brain injury. Today, the league announced a more …

Nothing like a good dose of creativity if you’re a brand marketer. Today HBR has a great defense of it. Data, analytics and science aside, Christian Madsbjerg and Mikkel B. Rasmussen argue that the most impactful branding will still come from the places data can’t reach. “Great marketing and advertising campaigns are exquisitely attuned, not …

Merck is using a unique customer engagement strategy to reach college-aged women and dissmeninate content on its birth contol products. As college women prepare to head back to school, Merck and Her Campus, an online community for young women in college, have partnered to create the “Pledge to Plan It Forward,” which provides information to …

Brands are all looking for better consumer relationships. When they achieve that at scale, it’s called consumer engagement. When they achieve it over time it’s called consumer sustainability and that was one of the key themes sounded at the Brand Innovators Luxury Brand Summit last Thursday in New York. Social media is an almost unanimous …

After the dust settles on the Publicis and Omnicom merger it will be back to brand marketing as usual. One of the areas you can expect to hear more about as the summer plays on is BtoB Marketing. As Brand Innovators gears up for its September 23 BtoB Summit, it’s becoming evident that not only …

It was Rudyard Kipling who said that a person should “walk with kings and keep the common touch.” That was a fitting theme for last week’s Brand Innovators Luxury Summit in New York. A well-heeled attendee list including a diverse collection of brand royalty from Mercedes-Benz to Fendi to Pernod Ricard discussed the need to …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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    • Telling gets you a gesture. Inspiring gets you action and longevity.
    • Stop worrying about whats next & concentrate on executing/delivering on whats now. BUT... have an eye to whats coming.
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